"Hallyu", the Korean wave, has been mainly driven by dramas. However, with worries that the local drama industry has met its limit in bringing creative and interesting content, many are looking elsewhere for the next big hit.
Experts and producers alike say they need more variety, and the new gateway to hallyu is entertainment programs. Whereas dramas are still considered golden exports, entertainment programs are also getting a push, mainly due to the economic recession and the need for new and creative content.
According to the Korea Broadcasting Institute, exports increased only by 10.8 percent in 2008, a big fall from the average growth of 37.8 percent in the previous eight years.
The report analyzed that the increase was basically due to DVD and video demands from Koreans living overseas, format sales and drama exports among cable and independent production companies.
Whether networks and producers like it or not, the numbers are falling, and this means that they must have something else up their sleeve before the last straw.
Major network KBS already sold the format of popular programs "Challenge! Golden Bell" last year and "Beauties' Chatterbox" this year, while other programs are also being discussed for exports.
Another major broadcaster, MBC, has also received proposals from the United States and Europe.
"The television business has already seen the success of Japanese program formats being sold everywhere. In the case of Fuji Television Network, almost 20 percent of their budget is based on content exports. Now, the (buyers) are turning to Korea", a senior official from MBC told The Korea Times.
He added that there were no specific formats purchased yet, but the broadcaster was in talks with potential buyers.
"While Japan is already famous for its formats, Korea has just started to become one of the rising television markets. People who are looking for something new are now contacting us", he added.
According to the official, drama producers, especially those in the U.S., know that it costs a lot to make a good program and compared to dramas, entertainment programs don't need a big budget, which is a big plus nowadays.
An official from KBS also added that once the formats are introduced to the European and American market, the effect will differ from those in Asia.
"In the case of Southeast Asian countries like Vietnam, the earnings are a bit short termed, but in larger markets, the earnings and effect are expected to be larger. It's more about the idea of the program, rather than the storyline, and this can go a long way", the official said.
She also added that this is just a start, as the American television market is open to new ideas and formats, which is evident in the film industries as well.
The official from MBC reiterated, however, that these projects and exports need time as, unlike dramas, entertainment programs need to be implemented properly in particular markets.
"When a local drama is purchased, it is sent overseas and can be aired in only a short matter of time, but entertainment programs are different. We are working with agents and buyers and if they like the format, we will eagerly look into the offer in time", he said.
Citizens can enjoy a variety of free cultural events supported by Seoul Metropolitan Government throughout this year.
Seoul Plaza, which entertained people as an ice rink during the winter, will be turned into an outdoor stage. At 7:30 p.m. from May 16 to Oct. ,...More
Prime Minister Han Seung-soo indicated Tuesday that Korea will launch a drive to promote the positive side of the economy among international media, saying the country's economic situation is not portrayed accurately overseas.
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